PSG announce Qatar Airways shirt deal worth around $106 million

Matthew Badrov06/07/2022 5:55 am05/07/2022

Image via Paris Saint-Germain

Ligue 1 title winners and historic French side Paris Saint-Germain have unveiled Qatar Airways as their new front-of-shirt sponsor in a multi-year agreement.

The Qatari state-backed airline has been a premium partner of the Ligue 1 club since 2020, reportedly paying between €5 million ($7.5 million AUD) and €10 million ($15.1 million AUD) per year. The upgraded deal covers PSG’s men’s, women’s and youth teams.

The airline’s visibility will be stepped up in the Parc des Princes stadium with additional LED exposure and upgraded VIP hospitality experiences. PSG and Qatar Airways are also promising more innovative content offerings to engage fans worldwide.

The value of the deal has not been disclosed. PSG’s preceding front-of-shirt sponsorship with Accor was reportedly worth between approximately €60 million ($90.9 million AUD) and €70 million ($106.1 million AUD) per year, with SportBusiness reporting the agreement with the Qatari flag carrier is in the same bracket. The multinational hotel chain had been PSG’s shirt sponsor since the 2019/20 season.

Qatar Airways has previously sponsored the shirts of Spanish giants Barcelona and Italian outfit AS Roma. The airline also has deals covering the 2022 FIFA World Cup and with German champions Bayern Munich, much to the disdain of their fans.

“We are delighted to see Qatar Airways step up their commitment to the Paris Saint-Germain family,” Marc Armstrong said in a statement, chief partnerships officer of Paris Saint-Germain.

“Qatar Airways are extremely involved in sport. It is an ambitious airline, one of the most acclaimed in the world and by featuring on the rouge and bleu jersey, Qatar Airways will increase their global visibility and integration into football just a few months before the World Cup starts in Qatar and way beyond it too.”

Thierry Antinori, Qatar Airways’ chief commercial officer, added in a statement:

“Our connection with the club has gone from strength to strength, and the new season will feature Qatar Airways on the front of the club’s kits; one of football’s most recognised jerseys.

“Similar to Qatar Airways, the club has big ambitions in football, and we look forward to being a part of their success in the coming years.”

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Victory unites with Roasting Warehouse in culture-led partnership

Patrick Irving16/04/2026 8:55 am16/04/2026

Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

Patrick Irving15/04/2026 6:05 am14/04/2026

Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.